Moa Brewing Company

Credits

2013—2017

Founded in 2003 by Josh Scott, Moa Beer is a pioneer of craft beer in NZ, located in Marlborough’s famous wine region. Moa’s award-winning beers and ciders are brewed using traditional methods, focusing on local ingredients, including renowned New Zealand hops

During my time at Moa, I designed a range of beer packaging and campaigns aimed at challenging beer clichés. Following is a selection of projects from my time there

Moa NZ Gold Ale

A limited release brew for the 2016 Olympic Games, celebrating Moa’s sponsorship of the New Zealand Olympic Team

Won the trophy for best packaging at the 2016 N.Z. Brewer’s Guild Awards

Moa NZ Gold Ale bottle lit against falling gold particles

Moa NZ Gold Ale poster reading Just in time for Rio. Unlike Rio.

Moa NZ Gold Ale poster comparing medals to participation

Moa Classic Range

Designing Moa’s core beer range for improved on-shelf legibility

Moa Session Pale Ale six pack carrier in teal

Moa Reserve Range

Revamped packaging for Moa’s premium beer range to prominently feature each beer’s name and story, using bold colour to stand out in a competitive beer aisle

Illustrations by James Stewart

Moa Southern Alps bottle dressed in white and blue flowers

Moa Temperance bottle dressed in warm dried flowers

Moa South Pacific IPA bottle dressed in green foliage

Moa Pilsner Method bottle dressed in pink and white flowers

Moa Session Pale Ale

For Moa’s first canned beer, our goal was to celebrate New Zealand’s connection to the outdoors and the practicality of beer in a can with illustrations based on vintage tourism advertising

Illustrations by James Stewart

Won bronze for packaging at the 2016 N.Z. Brewer’s Guild Awards

Moa Session Pale Ale can illustration with a fisherman and trout

Moa Session Pale Ale can illustration with hikers at sunset

Moa Session Pale Ale can illustration with a skier in the mountains

Moa Session Pale Ale can illustration with a surfer and breaking wave

Moa Beer billboards announcing the beer is now available in cans

Moa Sour Series

Moa had been producing Sour Beers for over 9 years. With the rising popularity of this style, we refreshed the product to reclaim our leading position

This unique beer style required a distinct approach, with a label design and campaign that stood apart from typical beer brands

Moa Sour Blanc bottle on a pale blue background

Moa Cherry Sour bottle on a pale green background

Moa Sour Series campaign layouts with portraits reading Not your usual and Pucker Up

Two Moa sour beer bottles on a purple background

Moa Cider

Fermented with French oak, Moa Cider’s packaging took on a modern art nouveau design with hand-drawn filigree and detail to distinguish itself from the sugary, from-concentrate ciders available at the time